Title: The evolution of brand image: exploring the influence of technology through bibliometric analysis

Authors: Tayfun Şaan; Timuçin Dalgıç; Muhammet Ali Tiltay

Addresses: Institute of Social Sciences, Eskişehir Osmangazi University, Meselik Yerleskesi 26480, Eskisehir, Turkey ' Institute of Social Sciences, Eskişehir Osmangazi University, Meselik Yerleskesi 26480, Eskisehir, Turkey ' Department of Business Administration, Faculty of Economics and Administrative Sciences, Eskisehir Osmangazi University, Meselik Yerleskesi 26480, Eskisehir, Turkey

Abstract: The aim of this study is to reveal the scientific development in the field of brand image and demonstrate how technologies influence it. Therefore, a bibliometric analysis was conducted using VOSViewer and Bibliometrix applications on 1,477 studies published between 1991 and 2024. The findings show a systematic increase in the number of brand image studies. Authors in the field receive significant citations, largely due to their contributions to destination image and the measurement of brand image. Moreover, brand image studies have extensively concentrated on themes such as social media, sustainability, and electronic word of mouth, which have remained dominant for a considerable period. Recent advancements in technologies such as social media, artificial intelligence, and communication technologies have become essential for brand image research. The results demonstrate that these technological developments are reflected in both the subjects and methods within the field. In addition, the study provides theoretical and managerial implications.

Keywords: bibliometric analysis; Bibliometrix; brand image; Scopus; technological advancement; VOSViewer.

DOI: 10.1504/IJTMKT.2025.145385

International Journal of Technology Marketing, 2025 Vol.19 No.2, pp.211 - 242

Received: 19 Feb 2024
Accepted: 27 Sep 2024
Published online: 31 Mar 2025 *

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